Serendipity of User Testing

I am in the midst of running some quick and dirty click tests on a new email design. I was pretty confident I knew what the results would be. All the changes were in direct response to customer complaints and/or great examples from other designs. The new design was simple and straightforward.

Yet, lo and behold, as I started to see the click map an unexpected behavior immediately become obvious. That’s one of the most gratifying things in the world – serendipitously discovering something new.